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  • Marketing Decision Process - The How: Product Design, Brand Building Sales Forecast Expense Forecast (Aka Budget)

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    The marketing decision process involves 6 key steps: 1. Gaining insights about customers and the market context. 2. Designing a customer-centric marketing strategy by selecting target customers and deciding on a value proposition. 3. Constructing an integrated marketing program to deliver superior value through product design, branding, pricing, and communication. 4. Building profitable customer relationships and capturing lifetime value. 5. Creating loyal customers and increasing customer equity and share of market. 6. Preparing financial projections, sales and expense forecasts, and controls to ensure implementation and profitability.

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    Marketing Decision Process

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    The marketing decision process involves 6 key steps: 1. Gaining insights about customers and the market context. 2. Designing a customer-centric marketing strategy by selecting target customers and deciding on a value proposition. 3. Constructing an integrated marketing program to deliver superior value through product design, branding, pricing, and communication. 4. Building profitable customer relationships and capturing lifetime value. 5. Creating loyal customers and increasing customer equity and share of market. 6. Preparing financial projections, sales and expense forecasts, and controls to ensure implementation and profitability.

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    © All Rights Reserved
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    18 views1 page

    Marketing Decision Process - The How: Product Design, Brand Building Sales Forecast Expense Forecast (Aka Budget)

    Uploaded by

    Gks06
    The marketing decision process involves 6 key steps: 1. Gaining insights about customers and the market context. 2. Designing a customer-centric marketing strategy by selecting target customers and deciding on a value proposition. 3. Constructing an integrated marketing program to deliver superior value through product design, branding, pricing, and communication. 4. Building profitable customer relationships and capturing lifetime value. 5. Creating loyal customers and increasing customer equity and share of market. 6. Preparing financial projections, sales and expense forecasts, and controls to ensure implementation and profitability.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 1

    Marketing Decision Process – the How

    Starting Point - Customer Centric mindset

     Customer driven - Sense and respond, or


     Customer driving - anticipate and create

    Steps

    Gain insights about Design a customer Construct an integrated Build profitable Capture value from Prepare financial
    the market context centric marketing marketing program customer relationships customers to create projections and specify
    strategy that delivers superior profits & customer the control measures
    value equity

    1 2 3 4 5 6

    5Cs Select customers to Create value Build relationships with Create loyal customers Financial projections
    serve Product design, brand chosen customers Sales forecast
    Customer building Capture lifetime value of Expense forecast
    Competitor Decide on value Build relationships with customer (aka budget)
    Company proposition Capture value partners
    Pricing policies Increase share of Breakeven analysis
    Collaborators Decide on growth customer/market
    Context objectives Communicate value Implementation
    Inform, persuade, controls
    remind, creating lead and lag measures
    preference

    Deliver value
    Making it available

    Harness Technology + Ensure Ethical and Social Responsibility

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